This timely and incisive Handbook provides critical contemporary
insights into the theory and practice of entrepreneurship and
marketing in the twenty-first century. Bringing together rich and
varied contributions from prominent international researchers, it
offers a reflective synthesis of scholarship at the interface
between marketing and entrepreneurship. Emphasising the need for
contextual analysis of marketing and entrepreneurial practices,
this Handbook explores the effectiveness of a variety of
behaviours, supporting its insights with relevant theory. Chapters
cover areas such as innovation, strategy and networking for SMEs,
social media and crowdfunding, and entrepreneurial marketing in the
arts, including a focus on the growing phenomenon of cultural
entrepreneurship. Scholars and postgraduate students in
entrepreneurship and marketing, and particularly those working on
the intersections between them, will find this Handbook an
invaluable read. Its examination of the efficacy of various
practices will also be of great interest to marketing professionals
and entrepreneurs themselves. Contributors include: C. Ball, A.
Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E.
Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L.
Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B.
Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner,
O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S.
Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S.
Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C.
Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E.
Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M.
Suoranta, N. Telford, P. Tjabbes, C. Uslay
General
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